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MetaX and Data & Marketing Association (DMA) have recently announced their collaboration to introduce adChain, the first blockchain-based platform aimed at solving digital advertising fraud.

adChain is an open protocol on the Ethereum blockchain that strengthens the online advertising industry by generating an auditable and balanced ecosystem. It instills transparency, efficiency and trust to the industry, establishing a secure environment for online advertising to happen.

The blockchain solution was developed by MetaX. While the Data & Marketing Association (DMA), a traditional trade organization for data-driven marketing, is the first to deliver adChain to its members.

“DMA leads initiatives that positively impact the data and marketing industry,” said Tom Benton, DMA’s CEO. “Given the current state of digital advertising, we have a responsibility to deliver to our members the tools and knowledge to succeed. We are excited to work with DMA member MetaX to introduce adChain to the market and provide the digital advertising industry with a brighter future.”

DMA is comprised of leading innovators, including brand marketers, agencies, service providers and media companies. DMA intends to attract with other industry organizations on this initiative, in celebration of its 100th anniversary.

“As a leading advocate for the digital advertising community, DMA is uniquely positioned as the only marketing trade association that represents the entire ecosystem – from demand side to supply side,” said Ken Brook, Co-founder and CEO of MetaX. He continued, “this aligns with the utility value that adChain brings, thus we can all work together with the adChain solution.”

adChain ensures that ad spend reaches quality inventory on qualified publisher sites. Compared with the current supply chains in which ad spend are used on fake views, and publishers can lose revenue to unreliable domains, adChain makes it open and transparent.

The value of adChain transcends the supply chain, benefiting all entities from advertiser to publisher:

Advertisers: Empowers advertisers to purchase inventory from fraud-free sites, as well as provides verifiable campaign auditing through cryptographically secure impression tracking

Publishers: Allows publishers to regain full ownership of their domain, blocking the ability for bad actors to fraudulently use their identity in the advertising supply chain